Jollibee begins celebrating Family Thanksgiving Month this May

Jollibee aims to begin a new tradition that would encourage Filipinos to openly and actively express gratitude towards their family and loved ones. The most popular fast-food chain in the Philippines has launched the Jollibee Family Thanksgiving Month—its latest campaign targeting families.

“We think that this is the perfect time to start openly showing our appreciation to the people who matter most to us—our families,” said JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head Francis Flores.

“Jollibee has always been about the joy of family and togetherness, and with the launch of the Family Thanksgiving Month, we hope to remind and encourage people to appreciate the time we spend with our families, and to say thank you for all the things that they have done or continued doing for us not just for a day, or a month but for as long as we can. Because if there’s one thing that this pandemic taught us, it’s to never take anything for granted and cherish the people who matter most,” Flores added.

Celebrity ambassador’s comeback project

For this campaign, Jollibee tapped one of its long-time celebrity endorsers as Family Thanksgiving Month ambassador—Anne Curtis. The 36-year-old actress-TV host could not help being emotional when she was introduced in an online press briefing as the headliner of the month-long celebration.

“Growing up, I feel very fortunate to be showered with much love from my parents and sister, and now my husband Erwan and baby Dahlia. So every chance I get, I want to make them feel how much I appreciate them—whether spending more quality time with them, sharing a meal or even saying a simple ‘thank you,’” Curtis said.

Family Thanksgiving video

The Jollibee Family Thanksgiving Month will be ushered by a manifesto video to be released on May 1 on the brand’s Facebook page and YouTube channel. The video and the campaign serve as Curtis’ comeback project with Jollibee after more than a year of hiatus in Australia, where she gave birth to Dahlia and where her family spent the onset of the global pandemic.

The short, yet meaningful video is reminding us to be thankful for our family and encouraging us to make the effort to go the extra mile in expressing gratitude more often during the Family Thanksgiving Month and beyond. The inspiring video was directed by Joel Ruiz, the director of the hit Jollibee Valentine video ‘Crush.’

Jollibee also facilitated a panel discussion with couple and parenting experts Edric and Joy Mendoza during the launch of the campaign on April 29. The discussion with the theme ‘Why Appreciating Our Family is Important’ was streamed live on Jollibee’s official Facebook page (where it could also be viewed currently).